Digital Marketing Manager

About the Company Canada Royal Milk is Canada’s sole manufacturer of infant formula, operating a state-of-the-art facility in Kingston, Ontario. We produce high-quality infant and toddler nutrition using milk sourced from Canadian dairy farms and advanced manufacturing technology that meets rigorous national and international standards. Our mission is clear: to strengthen Canada’s infant nutrition supply and deliver safe, reliable formula families can trust. Our consumer brand, Niuriss, represents a new chapter in Canadian infant nutrition. The portfolio includes Niuriss for Infant, Niuriss for Toddler (12+ months), and our newest innovation, Niuriss SMART thoughtfully formulated to support babies through critical stages of development. We are proud to build a diverse, multicultural team driven by collaboration, accountability, and continuous improvement. Backed by global expertise through our parent company, Feihe International, we combine Canadian manufacturing strength with international scale and experience. About the Role Reporting to the Director of Marketing, the Digital Marketing Manager is responsible for leading the execution of Niuriss' paid media strategy, including SEO/SEM, website performance coordination, and digital analytics. This role ensures that the right consumers find Niuriss at the right moment whether through a paid social ad, a Google search, a retail media placement, or an in-store display and that every touchpoint is optimized for performance and brand consistency. Working in close partnership with the CRM & Influencer Specialist, Brand & Content Specialist, and Key Account Managers, this role is the engine that drives traffic into the Niuriss brand ecosystem and converts that demand at the shelf. What We Offer The opportunity to build and grow a progressive company, competitive wages, and extended health benefits. What We Look For Curiosity, commitment to learning, and a winning mindset. Key Duties and Responsibilities 1. Paid Media Strategy & Optimization: 40% - Own end-to-end paid and search media strategy aligned with business objectives (awareness, acquisition, conversion) and the consumer journey. - Direct agency partners in the execution and optimization of paid media campaigns across Meta, TikTok, Google Ads, and emerging platforms. - Own SEM strategy and hold agency partners accountable for execution quality: including keyword bidding, ad copy testing, and Quality Score optimization. - Lead the Niuriss SEO strategy: keyword research, on-page optimization, technical SEO recommendations, and content briefs in support of strategy. - Manage Amazon Sponsored Ads strategy in partnership with the DTC and e-commerce lead. - Input into the retail media investment in collaboration with KAMs. 2. Content Strategy & Performance: 15% - Analyze paid and organic content performance to identify what creative formats, messages, and placements are driving the strongest results across channels. - In partnership with the Brand & Content Specialist and CRM & Influencer Specialist, contribute performance insights to social media strategy across platforms (Instagram, TikTok, Facebook, LinkedIn): including what content formats, audiences, and messaging are driving engagement, conversion, and community growth. - Partner with the CRM & Influencer Specialist to develop audience engagement strategies that connect paid media reach with organic community growth. - Provide regular performance feedback loops to the broader marketing team: translating what's working in market into actionable creative and channel recommendations. 3. Website Performance & DTC Growth — 15% - In partnership with the DTC Specialist, identify and recommend opportunities to improve the website user experience, drive conversion into The Nest community, and grow ecommerce performance. - Support the Niuriss website in maintaining a high-performing digital presence by recommending strategic updates, coordinating content changes with the DTC Specialist, and ensuring active campaigns are accurately reflected on-site. - Monitor website and ecommerce performance using GA4 and share data-driven findings with the DTC and marketing team to inform experience, content, and conversion decisions. - Liaise with external partners and vendors to action website updates in collaboration with the DTC lead. 4. Digital Analytics & Reporting :15% - Build and maintain performance dashboards across all digital channels (paid, search, organic, website) and shopper programs. - Provide regular reporting to the commercial team with data-driven insights and optimization recommendations. - Identify trends and surface opportunities to improve digital and in-store performance and ROI. - Monitor the competitive media landscape and benchmark Niuriss performance against category norms. 5. Budget & Agency Management: 15% - Participate in digital and retail media budget planning. - Manage digital media budgets effectively, ensuring spend is tracked and reconciled by channel and account. - Manage day-to-day relationships with media agencies, platform partners, and retail media teams. - Maintain organized records of budget spend and agency invoices Job Requirements Education & Experience - Degree or diploma in Marketing, Digital Marketing, Communications, or related field. - 5+ years of hands-on digital marketing experience with a focus on paid media, SEO, and website management. - Experience with strategic execution and agency management. - Experience in CPG, regulated industries, or infant/family categories is an asset. - Work in compliance with the provisions of the OHSA, regulations, internal programs, policies and procedures. Skills & Qualifications - Proficiency in Meta Business Suite, Google Ads, TikTok Ads Manager, and Google Analytics (GA4). - Strong working knowledge of SEO/SEM tools: SEMrush, Google Search Console, Ahrefs. - Experience with CMS platforms (WordPress, Shopify) and HTML/CSS. - Google Tag Manager and conversion tracking setup and management. - Strong analytical skills to interpret data and make data-driven decisions. - Understanding of web design and e-commerce principles. - Excellent written and oral communication skills. Bilingual (French/English) is an asset. - Proficiency in Microsoft Suite (Excel, PowerPoint). Applicants must be legally entitled to work in Canada and have strong English language skills. The ability to read and understand written English and communicate in English both spoken and in writing is a requirement of the job. Commitment to Diversity & Inclusion We strive to build a team that reflects the diversity of the community we work in, and encourage applications from traditionally underrepresented groups such as women, visible minorities, Indigenous peoples, people identifying as 2SLGBTQI, veterans, and people with disabilities. If we can make this easier through accommodation in the recruitment process, please contact us at careers@canadaroyalmilk.com.